Lovely Xinjiang هویت بصری رستوران by Jie Yang

Lovely Xinjiang هویت بصری رستوران by Jie Yang is a highly esteemed winner of the very prestigious 2020 جایزه آهنی A' Design Award in طراحی گرافیک، تصویرسازی و ارتباطات بصری Competition Category.

آهنگرافیک· 2020

Lovely Xinjiang هویت بصری رستوران

by Jie Yang

Client: Decelent

جایزه آهنی A' Design Award Winner in گرافیک Category

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Verified Award Winner

Verify Award Status for #93825

View at A' Design Award Press Release Award Badge

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The Design

About Lovely Xinjiang هویت بصری رستوران

سین‌کیانگ دوست‌داشتنی هویت بصری یک رستوران بزرگ در اورومچی، سین‌کیانگ است. طراحی از صنعت سنتی اویغوری سایش و اتصال آجرها که در نمای ساختمان‌های سنتی دیده می‌شود، الهام گرفته است. عناصر فرهنگی این منطقه به‌صورت بلوک‌های گرافیکی ساده ترسیم شده و به یکدیگر متصل می‌شوند تا شکل‌های بزرگ‌تری را بسازند. هر بلوک نماینده‌ی یک فرهنگ متفاوت است و در کنار هم، این بلوک‌ها یک تصویر کامل را شکل می‌دهند. این هویت بصری در سراسر رستوران به‌کار رفته که شامل ۵۶ اتاق خصوصی است و هر اتاق با موضوعی برگرفته از یک سنت قومی طراحی شده است. هدف این است که فرهنگ‌های متعدد سین‌کیانگ به‌صورت یک کل واحد به نمایش درآید.

The Recognition

About the جایزه آهنی A' Design Award

Lovely Xinjiang هویت بصری رستوران برنده جایزه آهنی A' Design Award است، شناختی معتبر که به طراحی‌های خوبی اعطا می‌شود که الزامات حرفه‌ای و صنعتی مورد انتظار از آفرینش‌های خوب طراحی‌شده را برآورده می‌کنند. برندگان آهن مهارت بزرگ، تخصص بالا، درک کارشناسانه و ظرفیت خلاقانه سازندگان خود را نشان می‌دهند. از Lovely Xinjiang هویت بصری رستوران انتظار می‌رود آفرینشی بسیار ارجمند، ستوده و دوست‌داشتنی باشد که کاربردی و نوآورانه است. این طراحی برنده جایزه آهنی A' Design Award بهترین رویه‌های صنعت را یکپارچه می‌کند و ویژگی‌های فنی شایسته‌ای دارد که با دانش عملی و استعداد پیوند خورده است. Lovely Xinjiang هویت بصری رستوران به سبب دقتش محترم است و برای عرضه بهبودهای کیفیت زندگی که به بهتر شدن جهان کمک می‌کنند طراحی شده است.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The customer is a Xinjiang restaurant which integrates style interpretation, cultural and creative products and featured catering. The difficulty of this project is to express the culture of dozens of different nationalities in one place and to integrate them into a whole. The designer's inspiration comes from the tiling process of the local Uygur building surface. Designers make various elements of Xinjiang into various shapes through The form of Uighur brick grinding butt joint technology. The patchwork represents the multi-cultural and inclusive mentality of Xinjiang's opening up.
Dimensions & Packaging: The project covers a total area of 17000 square meters, with 56 private rooms and 6 large and small performance and translation halls. Each private room is a theme with national characteristics to express people's harmonious coexistence.
Tags: Multi ethnic, multi-cultural, National craft, Brick grinding and butt joint, Catering culture,National cultural integration
Production Technology: After receiving this project, the designer team came to Xinjiang for cultural investigation. Designers grasp elements from the process of "grinding bricks for joints" in local buildings, Draw all kinds of figures, and completes the visual image design of the whole restaurant. Only by using "on-site processing" and "factory production and on-site installation" can the project be promoted at the same time.
Design Challenge: The most difficult part is: how to use visual elements to integrate more than 50 different ethnic cultures in Xinjiang into a whole, and finally we express the feeling of different ethnic groups coming together through "Brick grinding and butt joint" technology.
Research: Considering the industry attributes of customers, it is a large-scale Xinjiang restaurant integrating style interpretation, cultural and creative products and featured catering. It not only provides delicious food, but also undertakes the responsibility of promoting Xinjiang culture. Xinjiang has dozens of different nationalities. The eastern and Western cultures meet here. So it takes a lot of effort to express so many elements in the same place. The designer team refined a slogan: "Xinjiang is very big, it's enough to come here". It fits the characteristics of the project well. But how should visual elements be reflected? Designers found that all the building surfaces in Xinjiang have extremely exquisite brick collage patterns, which are seamlessly spliced into a perfect figure by hand polished bricks, which is very close to the restaurant's characteristics of "integrating cultures of different nationalities". Therefore, the designer team started with “rubbed brickwork” elements to create this magnificent Xinjiang restaurant project. After the completion of the project, it has been highly appreciated by all sectors of society, and each nation can see its own culture here.
Inspiration: Designer get inspiration from the unique traditional craft of grinding bricks and butt joints of local buildings. Designer following the form of grinding brick splicing, various cultural elements in Xinjiang are made into various graphics. The splicing blocks represent multiculturalism, but also represent the inclusive mentality of Xinjiang's opening to the outside world. Each Square block represents a different culture. Together, they form a picture of "World Solidarity", which reconnects the world through the new silk road.
Project Duration: The project started in February 2017 in Urumqi, Xinjiang, was completed in June 2018, and officially operated in January 2019.
Operation Flow: In the process of implementation, traditional craftsmen from Xinjiang were invited to present the unique Xinjiang national handicraft technology perfectly in the interior decoration of the restaurant, and to create a unique Xinjiang national atmosphere by combining modern high-tech props such as acoustic, photoelectric and so on.
Team Members: JieYang